Heins, Caroline; Grumbach, Daniela; Herkert, Deniz; … - In: Marketing Review St.Gallen 38 (2021) 5, pp. 36-43
In the current, rapidly changing environment, understanding the customer journey and continuously improving the customer experience are key success factors for competing successfully in the online business. A case study of HAILO, a German-based OEM, shows the impact of a data-driven approach and...